Marketing Research: Concepts, Practices and Cases
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Marketing Research is a comprehensive textbook specially designed to meet the needs of management students. It combines the quantitative and qualitative aspects of marketing research, and addresses its utility for both the researcher and the end-user. The text provides in-depth coverage of the key elements of the subject: its theoretical foundations, techniques of planning and design, research methodology for the implementation of quantitative and qualitative techniques, presentation and interpretation of findings through reports, and the use of marketing research techniques for developing and evaluating marketing strategies. Among the other important topics discussed are the role of research in marketing, planning for market research, types of research and sources of data, design of questionnaires and interview guides, interview techniques, methods of sampling, implementing qualitative and quantitative research, data editing and tabulation, data analysis, and computer-based techniques of data analysis. Users would find this book highly useful for its coverage of the fundamental concepts of marketing research and its relevance to business decision-making explained through classroom-tested case studies, caselets, tables, flow charts, and diagrams.Keywords:
Qualitative marketing research
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Quantitative Research
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Marketing Research an Integrated Approach focuses on the importance of marketing research techniques to solve business problems. Although there are many good books on the market, many focus on the process of Marketing Research, but ignore the importance. This book discusses the marketing research process, from how to collct data to how to analyse it.This book is contemporary in its approach because we take into account the importance of qualitiative and quantitative research methods and practices. This differs to the traditional approach of a quantitative research methods book.Chapter headings: The role of marketing research in solving business problems; The marketing research process; The use and evaluation of secondary data; Qualitative research an overview; Qualitative research a comparison of research methods; Designing questionnaires; Sampling methods; Qualitative research collecting observation data; From fieldwork to analysing quantitative data; Quantitative research analysing quantitative data;Presenting and using the research results.
Qualitative marketing research
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An overview of the research process conducting survey research - a practical guide the logic & methods of case study research doing action science in your own organization the nature of secondary data marketing information sources Irish financial data sources the sampling process.
Action Research
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Preface. Acknowledgements. Ways of using the book. The main steps when carrying out a project. PART I SETTING THE SCENE. Keeping a research journal. Chapter 1 Introduction. What is real world research? Design matters. Evaluation and change. The audience for this book. Returning to the real world. Beginning the journey. Chapter 2 Approaches to Social Research. Introduction. Postmodernism and extreme relativist approaches. The two traditions: quantitative and qualitative social research. The quantitative paradigm. The qualitative paradigm. Paradigms and research questions. A pragmatic approach. Multi-strategy research designs. Realism and real world research. The purposes of research. Practical value of the theoretical material covered in the chapter. PART II PLANNING: SELECTING A STRATEGY. Chapter 3 Developing Your Ideas. Introduction. Deciding on the focus. Searching and reviewing the literature. Research questions. Developing your research question(s). The place of theory. Chapter 4 General Design Issues. Introduction. A framework for research design. Getting a feel for design issues. Choosing a research design strategy. Establishing trustworthiness. Chapter 5 Fixed Designs. Introduction. General features of fixed designs. Establishing trustworthiness in fixed design research. Experimental fixed designs. True experiments. Quasi-experiments. Single-case experiments. Non-experimental fixed designs. Sample size in fixed designs. Chapter 6 Flexible Designs. Introduction. General features of flexible designs. Research traditions in qualitative research. Case studies. Ethnographic studies. Grounded theory studies. Other traditions. Sampling in flexible designs. Establishing trustworthiness in flexible design research. Chapter 7 Multi-strategy (Mixed Method) Designs. Introduction. The quantitative-qualitative incompatibility thesis. The mixed methods movement. Types of multi-strategy designs. Designing and carrying out multi-strategy research. Pragmatism, realism or 'anything goes'? Dealing with discrepancies in findings. Chapter 8 Designs for Particular Purposes: Evaluation, Action and Change. Introduction. Evaluation research. Action research. Intervention and change. Researchers and practitioners. Chapter 9 Ethical and Political Considerations. Introduction. Ethical codes and guidelines. Ethical issues. Researcher safety and risk. Working with vulnerable groups. General ethical responsibilities. Ethical review boards and committees. Politics and real world research. Sexism and social research. PART III TACTICS: THE METHODS OF DATA COLLECTION. Selecting the method(s). Chapter 10 Surveys and Questionnaires. Introduction. Designing surveys. Carrying out a sample survey. Designing and using a questionnaire. Diaries. Sampling in surveys - and elsewhere. Probability samples. Non-probability samples. Chapter 11 Interviews and Focus Groups. Introduction. Types and styles of interviews. General advice for interviewers. Content of the interview. Carrying out different types of interview. Focus groups. Dealing with interview data. Skills in interviewing. Chapter 12 Tests and Scales. Introduction. Measurement scales. Other scaling techniques. Using existing tests and scales. Developing your own test. Chapter 13 Observational Methods. Introduction. Observation in real world research. Approaches to observation. Participant observation. Getting started as a participant observer. Structured observation. Deciding on a coding scheme. The use of existing coding schemes. Developing your own scheme. Coding sequences of behaviour. Reliability and structured observation. Chapter 14 Additional Methods of Data Collection. Introduction. Unobtrusive measures. Content analysis of documents. Secondary data analysis. Introduction to a range of more specialist techniques. Internet-based research. Feminist research methods. Using multiple methods. Chapter 15 Writing a Project Proposal. Introduction. How to recognize a good proposal. The content of a research proposal. The problem of pre-specifying flexible design studies. Shortcomings of unsuccessful proposals. Sources of funding. PART IV CARRYING OUT THE PROJECT: ARRANGING THE PRACTICALITIES. Know what you are doing before starting the data collection. Negotiating access. Get yourself organized. Pilot if at all possible. Work on your relationships. Don't just disappear at the end. Don't expect it to work out as you planned. PART V DEALING WITH THE DATA. Collecting the data. Analysing and interpreting data. Realist analysis and interpretation. Preparing for analysis. Analysis or interpretation? Quantitative and qualitative data - and their integration in multi-strategy designs. Chapter 16 The Analysis and Interpretation of Quantitative Data. Introduction. Creating a data set. Starting data analysis. Exploring the data set. Exploring relationships between two variables. Exploring relationships among three or more variables. Analysing differences. Quantitative analysis and different fixed design research strategies. Chapter 17 The Analysis and Interpretation of Qualitative Data. Introduction. Types of qualitative analysis. Using the computer for qualitative data analysis. Dealing with the quantity of qualitative data. Thematic coding analysis. Data analysis in grounded theory studies. Alternative approaches to qualitative analysis. Integrating qualitative and quantitative data in multi-strategy designs. Chapter 18 Reporting and Disseminating. Introduction. Reporting what you have found. Ethics and reporting. Reporting fixed design research. The scientific journal format. Reporting flexible design studies. Reporting on multi-strategy design studies. Reporting on case studies. Writing for non-academic audiences - the technical report. Alternative forms of presentation. Writing skills. Appendix A: Using Specialist Software for Quantitative Analysis. Appendix B: Using Specialist Software for Qualitative Analysis. Glossary. References and Author Index. Subject Index.
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Qualitative case study methodology provides tools for researchers to study complex phenomena within their contexts. When the approach is applied correctly, it becomes a valuable method for health science research to develop theory, evaluate programs, and develop interventions. The purpose of this paper is to guide the novice researcher in identifying the key elements for designing and implementing qualitative case study research projects. An overview of the types of case study designs is provided along with general recommendations for writing the research questions, developing propositions, determining the “case” under study, binding the case and a discussion of data sources and triangulation. To facilitate application of these principles, clear examples of research questions, study propositions and the different types of case study designs are provided.
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Advances in data collection and data storage techniques have enabled marketing researchers to study the individual characteristics of a large range of transactions and purchases, in particular the effects of household-specific characteristics. This 2001 book presents important and practically relevant quantitative models for marketing research. Each model is presented in detail with a self-contained discussion, which includes: a demonstration of the mechanics of the model, empirical analysis, real world examples, and interpretation of results and findings. The reader of the book will learn how to apply the techniques, as well as understand the methodological developments in the academic literature. Pathways are offered in the book for students and practitioners with differing numerical skill levels; a basic knowledge of elementary numerical techniques is assumed.
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Valid and reliable research is pivotal to successful sport marketing strategy. Market research may be gathered via either quantitative or qualitative means. This paper explores the theoretical background and practical applications of qualitative research techniques. It explains the appropriate context for qualitative approaches, and discusses sampling procedures with particular emphasis on the powerful but simple technique known as theoretical sampling. In addition, it clarifies and explores data analysis procedures. The purpose of this paper is to provide sport market research practitioners with a model for implementing qualitative methodologies in sport marketing campaigns.
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1. The Social Setting of Social Research. Examples of Studies. Is it Research? Who Does Social Research and Why? Social Factors in Research. Ethical Concerns in Social Science Research. Schematic Outline of Research Methods. SECTION 1. THE BASIC PLAN. 2. Conceptualization: What to Measure and Why? Forming Research Questions. Facts and Hypotheses. Theory and Its Value for Research. The Relationship Between Basic and Applied Research Objectives. 3. Finding and Developing Measures. Principles of Measuring. Measurement Techniques. Measurement Issues. 4. Study Design: Basic Contrasts and Plans. The Basic Logic of Valid Comparison. The Role of Time in Research Design. Design Options: Decision Patterns and Tradeoffs. Issues in the Choice of Research Design. 5. Sampling and Inference. Terminology. Why Sample? The Logic of Inference. Random Selection. Other Sampling Considerations. Other Types of Random Samples. Nonrandom Samples. Sample Size. SECTION II. THE PRINCIPAL RESEARCH METHODS. 6. Experimental Research. Principles. Techniques and Examples. Issues in Experimental Research. 7. Survey Research. Principles. Techniques of Survey Research. Issues in Survey Research. 8. Case Study Research. Principles. Techniques. Issues in Case Study Research. 9. Secondary Data Research. Principles of Secondary Data Research. Using Quantitative Data. Using Qualitative Data. Content Analysis. SECTION III. PROCESSING DATA. 10. Approaches to Data Analysis. Steps in Data Analysis. Statistical Analysis. Levels of Statistical Analysis. 11. Reporting the Results. Reporting Options. Writing the Research Report. Other Issues Related to Reporting. 12. The Organization of Research. The Research Tasks. Individual versus Team Research. Research as a Social Activity. Factors Favoring Team Research. Problems of Team Research. Task-Team Interdependence. The Education Factor. 13. Resource Considerations. Projecting Costs. Sources of Funding. Grants versus Contracts. The Research Proposal. Problems of Constraints. Other Issues. 14. Developments and Prospects. Themes. Uses of Research. The Point of it All. The Process of Knowing. Scientific Contributions. Developing the Process of Inquiry. Social Process of Inquiry. Appendix 1. Outline of Student Materials. Appendix 2. How to Create Random Numbers for Research. Appendix 3. Glossary. Appendix 4. Additional Research References.
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The second edition of this highly accessible, core textbook continues to offer students a practical guide to the process of planning, undertaking and writing about qualitative research in public relations and marketing communications. Through clear explanations and illustrations, the book encourages undergraduate and master level students to engage with the main approaches and techniques for conducting critical, reflective investigations. This new edition: Identifies the skills and strategies needed to conduct authentic, trustworthy research Highlights specific analytical techniques associated within the main research approaches Provides new sections on internet-based research, critical discourse analysis, historical research, action research and mixed methods research Qualitative Research Methods in Public Relations and Marketing Communications will be invaluable for those undertaking research methods courses on public relations and marketing communication degrees, as well as those working on a dissertation.
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Purpose of this paper is to propose a model for assessment of internet marketing efficacy, based on qualitative criteria and building on the theoretical and empirical investigation of various qualitative criteria applicable to internet marketing. The methodological framework used in the investigation is based on theoretical descriptive, comparative, analytical methods. Qualitative empirical study based on expert interviews was also employed. Nine experts of internet marketing and related fields were involved in the study. The aim of qualitative study is to explore the expert opinnions on the qualitative criteria for internet marketing assessment. This feedback helps to identify problems faced by business developing internet marketing campaigns, the steps to be taken further to solve them and advance campaign efficacy. The model integrating the qualitative criteria into the internet marketing assessment is proposed. The paper analyses the creation and application of qualitative criteria of internet marketing, discusses the problems of internet marketing development, proposes the ways how to deal with the emerging problems and presents the qualitative criteria based model for internet marketing assesment. The qualitative study is the main novety of the research and is intended to scrutinise the concept of internet marketing quality and distinguish the qualitative criteria for internet marketing development.The conclusions and recommendations of the research have practical value, which will help in the process of internet marketing quality implementation.
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